A MAJOR PROJECT

SUBMITTED BY: MOHIT SHARMA

02696701715 (GGSIPU) INTRODUCTION“Brands are like human beings. They are born, fed and nurtured, made strong andresponsible so that they can be faithful friends of the people (customers), formmutually beneficial and satisfying relationships with them and become theircompanions for life. Such brands, make their parents (organization or corporate)proud of them. The best brands are the ones who help in forming and sustainingstrong long term “parent-brand-people” relationships. A brand is a name, term,design, symbol, or other feature that distinguishes an organization or product fromits rivals in the eyes of the customer. Brands are used in business, marketing, andadvertising. The process involved in creating a unique name and image for aproduct in the consumers' mind, mainly through advertising campaigns with aconsistent theme. Branding aims to establish a significant and differentiatedpresence in the market that attracts and retains loyal customers. Symbols Slogans Differentiation User Experience HISTORY• BRANDS IN THE FIELD OF MARKETING, ORIGINATED IN THE 19TH CENTURY WITH THE ADVENT OF PACKAGED GOODS. INDUSTRIALIZATION MOVED THE PRODUCTION OF MANY HOUSEHOLD ITEMS, SUCH AS SOAP, FROM LOCAL COMMUNITIES TO CENTRALIZED FACTORIES.• WE TEND TO THINK OF BRANDING AS A MODERN DAY PHENOMENON. CERTAINLY, DURING THE LATE 1990S AND THE EARLY 2000S, BRANDING EMERGED AS A SIGNIFICANT AREA OF EMPHASIS NOT ONLY FOR COMPANIES AND THEIR PRODUCTS, BUT ALSO FOR MUNICIPALITIES, UNIVERSITIES, OTHER NON-PROFIT ORGANIZATIONS AND EVEN INDIVIDUALS. BRANDING BECAME UBIQUITOUS BRANDING IN TODAY’S MARKETS• A CENTRAL FUNCTION OF BRANDING IS THE FACILITATION OF THE CONSUMER CHOICE PROCESS. DUE TO THE COMPLEXITY OF HAVING TO SELECT A PRODUCT AMONGST THOUSANDS OF SIMILAR OFFERINGS, CONSUMERS WILL INSTINCTIVELY ATTEMPT TO SIMPLIFY THEIR CHOICE PROCESS BY SELECTING BRANDS THAT HAVE SATISFIED THEM IN THE PAST. THUS, ONE CAN CONCLUDE THAT PLEASANT PAST EXPERIENCES IS HIGHLY CONDUCIVE TO CONSUMERS ASSOCIATING BENEFITS TO A BRAND.• ONE MUST ACKNOWLEDGE HOWEVER, THAT FREQUENT PURCHASING OF A BRAND CANNOT ALWAYS BE LINKED TO PREVIOUS EXPERIENCES, BUT CAN ALTERNATIVELY BE FORMED BY EMBEDDED PERCEPTIONS. A CONSUMER MIGHT STRONGLY FAVOUR A BRAND WITH NO PRIOR PURCHASING EXPERIENCE. OBJECTIVE OF STUDY• IMPORTANCE OF UNDERSTANDING BRANDING AND ITS IMPACT ON MODERN DAY MARKETS IS VITAL TO THE HEALTH AND GROWTH OF MOST INDUSTRIES. THE AIM OF THIS REPORT IS TO PUT INTO PERSPECTIVE THE FUNCTIONAL VALUES OF BRANDING AS WELL AS ASSESS ITS ROLE IN THE CONSUMER PURCHASE DECISION-MAKING PROCESS.• UNDERSTANDING THE CONCEPTS OF BRANDING AND CONSUMER BEHAVIOR.• TO STUDY THE EFFECT OF BRANDS ON CONSUMER BUYING BEHAVIOR IN RELATION TO READYMADE GARMENTS.• TO ANALYZE THE BRANDING STRATEGIES ADOPTED BY SOME OF THE COMPANIES IN THE READYMADE GARMENTS TO WOO THE CONSUMERS INTO BUYING THEIR PRODUCTS.• TO DO A COMPARATIVE STUDY OF THE BRANDING STRATEGIES ADOPTED BY THE COMPANIES IN THE READYMADE GARMENTS. IMPORTANCE OF BRANDING

• PRINCIPLE OF BRANDING - A SET OF RELATED PRODUCTS THAT ARE

MANUFACTURED BY A COMPANY AND ARE SOLD AS A FAMILY OF PRODUCTS UNDER THE MARQUEE OR BANNER OF A BRAND HAVE A CERTAIN RECOGNITION AND A PLACE OF RESPECT WITHIN THAT VERY MARKET. BRANDING THE PRODUCT THUS, IS A MEANS OF CREATION OF IDENTIFICATION AND RECOGNITION IN THE MARKET. IT IS NOT JUST A PROCESS OF GETTING A TRADEMARK AND LOGO, BUT IT IS PROCESS OF EVOLVING AS A WELL REPUTED NAME ON THE MARKET AND FIELD. A VERY WELL KNOWN BRAND THAT HAS BECOME THE IDENTITY OF THE MARKET ITSELF IS THE OFFICE EQUIPMENT MANUFACTURER 'XEROX'. THOUGH IT IS A COMPANY'S NAME, THE ACT OF PHOTOCOPYING IS TERMED AS 'XEROXING'. INDUSTRY PROFILE• FASHION IS A DYNAMIC GLOBAL INDUSTRY THAT PLAYS AN IMPORTANT ROLE IN THE ECONOMIC, POLITICAL, CULTURAL, AND SOCIAL LIVES OF AN INTERNATIONAL AUDIENCE. IT SPANS HIGH ART AND POPULAR CULTURE, AND PLAYS A SIGNIFICANT ROLE IN MATERIAL AND VISUAL CULTURE.

• FASHION INDUSTRY, MULTIBILLION-DOLLAR GLOBAL ENTERPRISE DEVOTED

TO THE BUSINESS OF MAKING AND SELLING CLOTHES. SOMETIMES THE BROADER TERM “FASHION INDUSTRIES” IS USED TO REFER TO MYRIAD INDUSTRIES AND SERVICES THAT EMPLOY MILLIONS OF PEOPLE INTERNATIONALLY.

• THE FASHION INDUSTRY IS A PRODUCT OF THE MODERN AGE.

• THE FASHION INDUSTRY CONSISTS OF FOUR LEVELS: THE PRODUCTION OF

RAW MATERIALS, PRINCIPALLY FIBRES AND TEXTILES BUT ALSO LEATHER AND FUR; THE PRODUCTION OF FASHION GOODS BY DESIGNERS, MANUFACTURERS, CONTRACTORS, AND OTHERS; RETAIL SALES; AND VARIOUS FORMS OF ADVERTISING AND PROMOTION.FACTORS AFFECTING CONSUMER BUYING BEHAVIOR1.Social FactorsSocial factors refer to forces that other people exert and which affect consumers’ purchasebehavior. These social factors can include culture and subculture, roles and family, social classand reference groups.

2.Psychological FactorsThese are internal to an individual and generate forces within that influence her/hispurchase behavior. The major forces include motives, perception, learning, attitude andpersonality.

3.Personal FactorsThese include those aspects that are unique to a person and influence purchase behavior.These factors include demographic factors, lifestyle, and situational factors. RESEARCH METHODOLOGY

In order to understand the methodology used to compile this Project, in

order to clarify how an effective methodological philosophy can tocontribute the successful production of a un-bias and critically Project,as well as comprehend the process underwent to reach the pertinentconclusion.This also serves the purpose of justifying and authenticating theresearch procedures employed in order meet the set objectives andanswers the main research question of this Project. RESEARCH APPROACH Secondary DataSecondary research is defined as an analysis and interpretation of primary research.The method of writing secondary research is to collect primary research that isrelevant to a writing topic and interpret what the primary research found. For instance,secondary research often takes the form of the results from two or more primaryresearch articles and explains what the two separate findings are telling us. Or, theauthor may have a specific topic to write about and will find many pieces of primaryresearch and use them as information in their next article or textbook chapter.

 Study Reports from Internet

 Desk Research under the guidance of my guide

Primary DataPrimary research is defined as factual, firsthand accounts of the study written bya person who was part of the study. The methods vary on how researchers run anexperiment or study, but it typically follows the scientific method. One way youcan think of primary research is that it is typically original research.

 Consumer Survey on the effect of brands on their buying behavior

 Personal Interview has been taken in different areas of Delhi\NCR

Data Collection Tools

 Questionnaire Survey

 Books

 Internet SUMMARY AND CONCLUSIONReadymade garment is really becoming big business. The domestic market toopresents immense opportunities with consumer spending on the rise and organizedretailing growing. Some players such as Raymond and Zodiac Clothing havechosen to be aggressive in both markets. Even as they plan to improve their retailpresence over the next three years, both are expanding their manufacturingfacilities in Bangalore to cater to the expected rise in international demand.Interestingly, major export players such as Ambattur Clothing (Color Plus) andAcme Clothing (Provogue) have, in the past, placed their bet on the domesticmarket . These companies quickly managed to give bigger players a run for theirmoney. But, as Color Plus discovered, further growth could come only from a widerdistribution network, which needs deep pockets. Raymond stepped in and acquiredthe brand. A boost to the industry would come from allowing foreign direct investment inretailing, which would increase space considerably and also bring internationalpractices to India. This may also encourage newer entrants, once the distributioncosts decline. A boost to the industry would come from allowing foreign directinvestment in retailing, which would increase space considerably and also bringinternational practices to India. This may also encourage newer entrants, once thedistribution costs decline. Limitations This project is limited due to time constraint as it involves a lot of complex variables which require a detailed study over a period of time.

 The project did not cover the effect of branding on a very large scale. Only a small population was studied, which may not be enough to show correct picture.

 The consumers were very reluctant to answer the question and the response may be biased. RECOMMENDATIONSRURAL MARKET UNDERSTANDING ROLE OF CHILDRENDISTRIBUTION.PACKAGING.CUSTOMER SERVICE CHALLENGE.ADAPTATION TO NEWER ENVIRONMENTCREATIVITY AND INNOVATION IN OVERALL MARKETING PROGRAMMES BIBLOGRAPHY CONSONSUMER BEHAVIOR, 6TH EDITION, BY HAWKINS, BEST AD CONEY. BRAND EQUITY (ECONOMIC TIMES) WWW.LEVIS.COM WWW.PETERENGLAND.COM WWW.RAYMONDS.COM WWW.EXCALIBURE.COM